Via techPresident, Marc Ross, Christine Stineman, and Chris Lisi of 2ndSix, Tribe Effect and Chris Lisi Communications have just published a report: Social Media and Advocacy Analysis 2009 looking at how 102 Washington-based trade associations and advocacy groups are making use of 14 core social media tools and platforms.
For the analysis, the researchers identified 14 online advocacy tools, websites and grassroots techniques [Advocacy Center, Facebook, MySpace, blog, Twitter, LinkedIn, YouTube, Digg, StumbleUpon, widgets, email signups, badges, SlideShare and Flickr] and over the period of 08/3/09 – 10/2/09, confirmed each category through the organization’s home page and social user accounts. Existence of a tool was scored 1 point; no tool, score zero. Top scorers included the Sierra Club (#1), SEIU (#2), and the International Brotherhood of Electrical Workers, American Wind Energy Institute, Human Rights Campaign and the National Electrical Contractors Association all tied for the #3 ranking.
My first reaction to the report’s methodology brought up a core concept I frequently share with clients: Just because you have a social media tool on your website, it’s meaningless as to whether an organization is or isn’t communicating effectively unless you are actually using that tool on a time-committed basis with a real purpose and agreed-upon ROI measurements tied into the organization’s business plan. Evidently, I’m not alone in that thinking as techPresident later posted in a follow-up: DC Social Media Survey Touches a Nerve.
Having worked at a DC trade association for several years, I was still interested in learning more about these organizations use of social media. Beyond the reported number of platforms, what were the specific tools organizations are using? Are smaller organizations utilizing social media?
One source I found was the Association Social Media Wiki. A list of 135 organizations ranging from the big-time AARP to the smaller Virginia Society of Certified Public Accountants, you can easily find and confirm what these organizations are doing in the social media space. Quick analysis: Large and small organizations are utilizing these platforms, generally using just one tool. Blogs are the most popular followed by wikis and podcasts.
I agree with the report’s findings of trade associations and cause groups still cautiously finding their way through the often puzzling Web 2.0 playing field but I see definite movement and interest on learning more. The recent Buzz 2009 Social Media for Associations was a sold-out success and the attendee list for this week’s TWTRCON DC 09 is showing registrations by many representatives from associations and advocacy groups.
For Gov 2.0, it took a new White House administration to provide the real catalyst for a different kind of communications strategy. Which organizations and individuals will be the catalysts for trade associations and advocacy groups? Stay tuned to this space.
